I read with interest Geoff De Burca’s recent thoughts on solving what he terms ‘the attention paradox’.Firstly, how brilliant that our industry, which has relied on the same outdated metrics for too long, is really engaging with a conversation about an alternative.The importance of attention has long been recognised but it’s the advent of eye tracking technologies, that has made it viable for us to observe it at scale – enabling upgrades to claimed attention benchmarks in planning tools and the creation of more sophisticated solutions beyond.
Source: Mediatel: The Media Leader: What we’ve learned after five years looking at attention in media